Toward a Framework for Assessing Covert Marketing Practices

George R. Milne · Shalini Bahl · Andrew J. Rohm

69 citations0/0 files storedJournal of Public Policy & Marketing

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Privacy, Security, and Data Protection

Abstract

In an effort to make the marketing process seamless and more efficient, marketers are surreptitiously and inextricably coupling information gathering and marketing. To understand the welfare implications of these practices better, this essay extends the conceptualization of covert marketing to include both information gathering and marketing communications. The authors present a multistage exchange framework that helps identify factors affecting marketer and consumer welfare when covert practices are used. They use the framework to discuss the benefits and harms related to these types of covert marketing practices as well as consumer reactions to such practices.

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References

1967Privacy and Freedom 1975Marketing as Exchange 2000Privacy Concerns and Consumer Willingness to Provide Personal Information 1993‘How Did They Get My Name?”: An Exploratory Investigation of Consumer Attitudes Toward Secondary Information Use 1987Marketing and Exchange 1999Trust and concern in consumers’ perceptions of marketing information management practices 1991Privacy: Recognition of a Consumer Right 2004Stealth Marketing: How to Reach Consumers Surreptitiously

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2016The personalization-privacy paradox: implications for new media 2008Online Privacy and the Disclosure of Cookie Use: Effects on Consumer Trust and Anticipated Patronage 2015Young consumers’ responses to suspected covert and overt blog marketing 2009Stealth marketing as a strategy 2008The Policy, Consumer, and Ethical Dimensions of Covert Marketing: An Introduction to the Special Section 2020Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude

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